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Distinguish between effective and ineffectivepersuasion techniques in the media.

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PERSUASION TECHNIQUES

Bandwagon: The commercial tells the viewer that 

everyone uses the product. Viewers buy the product to fit 

in or because they assume if others use it, it must be

good.

Individuality/Anti-Bandwagon : The commercial tells viewers to

think differently; celebrate their own style; and rebel against what 

everyone else is saying, doing, or buying.

Celebrity Endorsement or Testimonial: The commercial shows a

popular celebrity promoting a product. Viewers transfer the respect 

they feel for the celebrity to the product.

Snob Appeal: Arouses the desire to achieve status or wealth or to

feel superior.

Emotional Appeal or Transference: The commercial is intended to

make viewers feel certain emotions, such as happiness, sadness, or

excitement. The viewers may transfer their feeling to the product.

Slogan: A memorable phrase is used in a campaign

or a series of commercials. Viewers remember the

slogan and associate it with the product. Some

become a part of everyday language

Humor: The commercial's main purpose is to make the audience

laugh. It often gives little information about the product. Viewers

will remember the commercial and have positive feelings about the

product.

Security The commercial draws on viewers' fears that their jobs,

families, or lives may be in danger if they don't buy the product.

Viewers question the quality of the competing product. Viewers

believe that the featured product is superior.

Plain Folks: Uses images of people "just like themselves." Glittering Generality: The commercial is filled with

words that have positive connotations attached to them,

such as "tasty" or "sensational."

Loaded words: Using words with strong connotations -whether

negative or positive.

Product Comparison: The commercial features a comparison

between the product and its competition, showing the competition

as inferior. This often uses card stacking, which is withholding

pertinent information to persuade the viewer.

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PC Vs. Mac

Commercial#1

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#2

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#3

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#5

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Pepsi Commercial# 6

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Coca Cola Commercial# 7

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Group Product Advertisement YOUR TASKS:

y Create an ORIGINAL product and then make anadvertisement using AT LEAST 3 persuasive techniquesfrom the chart.

y Be creative, use COLOR, be unique!

1. Get into your CAR D groups! (i.e. As, 2s, 3s, 4s, 5s, 6s)y = INVENTOR  (come up with the original product)y = DESIGNER  (come up with the design of the ad)

y = ILLUSTRA TOR  (draw and color the ad)y = M A N A GER  (keep group on task and on time)

2. Move desks so all group members are facing each other.3. Get a poster sheet of paper.4. Brainstorm product ideas.5. Begin creating advertisement.